European Journal of Business and Management

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Figure 3. Dimensions of Brand Image (source: authors concept developed and elaborated from Aaker, 1991; Aaker,
1997; Arnould, et al., 2005; Davis, 2000; Drezner, 2002; Hogan, 2005; Keller, 1993; Mowen & Minor, 2001;
Plummer, 1995; Upshaw, 1995; Brexendorf & Kernstock, 2007; Wijaya, 2012)
4.5.1 Brand Identity
The first dimension is brand identity. Brand identity refers to physical or tangible identities related to the brand or
product that makes consumers easily identify and differentiate with other brands or products, such as logo, colors,
packaging, location, corporate identities, slogan, and others.
4.5.2 Brand Personality
The second dimension is brand personality. Brand personality is the distinctive character of a brand that makes up
certain personalities as human being, so that consumer audiences can easily distinguish with other brands in the same
category, such as assertive character, stiff, dignified, noble, friendly, warm, compassionate, sociable, dynamic,
creative, independent, and so on. As explained earlier, Aaker (1997) mentioned several dimensions of brand
personality as competence, sincerity, excitement, sophistication, and ruggedness, while Plummer (1985) illustrated
the brand personality with tones of character such as youthful, colorful and gentle.
4.5.3 Brand Association
The third dimension is brand associations. Brand association is specific things that deserve or always associated with
a brand, can arise from a unique offering of a product, recurring and consistent activities for example in terms of
sponsorship or social responsibility activities, issues that are very strong related to a brand, or person, the certain
symbols and meanings that are very strong attached to a brand, such as "remember Body Shop remember recycle,
Benetton = colorful people, Coca Cola = Cheerfulness, art+technology = Apple, Familys fast food restaurant = McD,
Nike = Tiger Woods, Obama = First Black US President, Bush = Iraq War, Bond = Sexy Women, etc.
4.5.4 Brand Attitude and Behavior
The fourth dimension is brand attitude. Brand attitude or brand behavior is the attitude or behavior of a brand when
communicating and interacting with consumers in order to offer benefits-benefits and values that it has. In other
words, brand attitude and behavior is attitudes, manners and behaviors that brand and all its attributes indicates when

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communicating and interacting with consumers which in turn influences consumers' perceptions and judgments
toward the brand (Wijaya, 2012). Often a brand in ways that are not appropriate and violating ethics in
communication, or delivering the poor service so that affects public perceptions of the attitudes and behavior of the
brand, or conversely, attitudes and behaviors sympathetic, honest, consistent between promise and reality, good
service, and concern for the environment and the wider community will potentially be shaping good perceptions of
the attitudes and behavior of the brand. So brand attitude and behavior includes communication attitudes and
behaviors, activities and attributes attached to the brand when dealing with consumer audiences (Keller, 1993), as
well as employee and/ or brand owners' behaviors (Brexendorf & Kernstock, 2007).
4.5.5 Brand Benefit and Competence
The fifth dimension is brand benefit and competence. Brand benefit and competence are the values, advantages and
distinctive competencies offered by a brand in solving consumer problems, which enable consumers to get benefit
because their needs, desires, dreams and obsessions manifested by what it has to offer. Values and benefits here can
be functional (Keller, 1993), emotional, symbolic or social (Wijaya, 2012), such as product brand of a clothes
detergent with benefits are being able to clean clothes to be cleaner (functional benefit/ value), make the wearer is
more confident and feel comfortable (emotional benefit/ value), be a symbol of a clean lifestyle of modern society
(symbolic benefit/ value), and inspire greater community to care about a healthy lifestyle and environmental
preservation (social benefit/ value). Benefits, advantages and distinctive competencies of a brand will affect the
brand image of the product, individual or institution and company.
5. Conclusions
Brand image plays an important role in the development of a brand because the brand image influences brand
reputation and credibility which later becomes guideline for consumer audience to try or use a product or service
then giving rise to a particular experience (brand experience) that will determine whether the consumer will be loyal
to the brand or just becoming an opportunist (easy to switch to another brand). Brand image, both product brand,
personal brand, institution or corporate brand, formed by a variety of personal factors that come from the
self-consumer or audience and environmental factors that are present on the outside of the consumer or audience.
These various factors are reflected through the main dimensions that represent as well as forming the image of a
brand, among which are the dimensions of identity (brand identity), personality dimensions (brand personality),
associative dimensions (brand association), dimensions of attitudes and behaviors (brand attitude and behavior) and
the dimensions of the benefits, advantages and competencies of a product, person or institution/ company (brand
benefit and competence). With the clarity of these dimensions, the researchers and decision-makers can measure and
see how strong the brand image of a product, person or institution/ company by measuring and assessing the
dimensions mentioned above. The more powerful and positive these dimensions in the minds of the consumer
audience, the more powerful and positive the brand image of a product, person or institution/ company.
For further development of this concept, the author recommends more researches related to brand image based on the
dimensions described in this paper, for example, by exploring more indicators regarding each dimension that have
not been explored to the fullest in this article. The exploration of indicator from the consumer audiences perspective
will enrich this concept so that it can be a useful reference for subsequent researches. In addition, the hypothesis
testing research regarding the influences or effects on the brand image can involve the dimensions that exist in this
study so the results of that research are more comprehensive. To branding practitioners, the author also suggests to
develop a brand development strategy by referring to the brand image dimensions from the brand communication
perspective as described in this study. This is because the study in this paper has shown clearly various dimensions as
factors that form or reinforce brand image, making it easier for brand manager or brand planner in determining the
strategic steps and interesting ideas for brand image development. Of course, brand here is not limited to product
brand, but also can be a corporate brand, personal brand, organizational, social, governmental, and political brand,
place and destination brand, cultural brand to nation/ country brand.
References
Aaker, D. A. & Keller, K. L. (1990). Consumer Evaluations of Brand Extensions. Journal of Marketing, 54 (1),
27-41.
Aaker, D. A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: Free Press
Aaker, D. A. & Stayman, D. M. (1992). Implementing the Concept of Transformational. Advertising. Psychology

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